David Placek, founder and president of Lexicon Branding, is responsible for driving Lexicon’s strategic and creative vision. Under his leadership, Lexicon Branding has continued to focus on the development of brand names and brand architectures that make significant contributions to the sales and marketing goals of its clients. For over 30 years, David has been the author of an unconventional approach to creativity, using small teams, linguists, and computer modeling to create new ideas. His approach has led to the development of such category-changing names as Sonos, Pentium, Swiffer, and BlackBerry.